As of March 1, 2022, global pet care and nutrition company Manna Pro Products is now called Compana Pet Brands, and according to CEO John Howe, the new corporate identity has been a long time coming.
According to the company, the Compana logo was designed as a visual representation of the Compana manifesto to “nurture what you love”. | Courtesy of Compana Pet Brands
“Our business has changed dramatically over the past decade,” says Howe. “The roots of the company from a nutrition perspective go back a hundred and fifty years, and the vast majority of that time we were in agriculture, animal feed, that sort of thing. I joined the company – 22 years ago this summer – and that’s when we really started to focus on becoming a consumer products company, very animal-centric company, and leave those agricultural roots behind. The growth has been massive. I became CEO in 2008, and our company’s revenue has since grown eightfold through product innovation, organic growth and acquisitions. Frankly, we’ve just evolved into a very different company than we were then, and we felt the time was right for a new identity to more accurately reflect what our company has become and where it’s going.
Expansion from several angles: portfolio growth, acquisitions, trend monitoring
Compana’s growth has been multifaceted, to say the least. As Manna Pro, the company has completed 15 acquisitions over the past 10 years, including the most recent, Oxbow Animal Health, announced on January 4, 2022. This robust business, alongside organic growth as all segments of the pet food continue to see gains, has contributed to the company’s current $600 million in revenue.
Compana’s product line is extensive, allowing the company to expand into many companion animal segments. | Courtesy of Compana Pet Brands
“My view is that the same humanization/premiumization trends that exist in dogs and cats exist in these other segments as well,” says Howe, who says the company looks forward to expanding into new segments. pets that acquisitions like Oxbow (a small pet food brand) and ZuPreem (a premium indoor bird food brand, acquired in April 2021) make it possible. “The fact is, there’s reason to believe that consumable growth in these other pet categories will outpace the total number of pets and frankly outpace dogs and cats, because those trends are well more nascent. I feel like we’re in an ideal position to capitalize on the shift in how consumers perceive their pets through these premium brands. »
Additionally, Compana entered the direct-to-consumer (DTC) space, acquiring Bullymake, a DTC dog subscription box, and Dinovite, an online pet brand offering quality whole food supplements. superior quality and wellness products for dogs and cats.
“We want to be where the consumer is, because there are consumers out there who like to buy DTC, so I’m really excited to open up that waterfront, if you want,” Howe says.
Much of Compana’s growth is in pet food trends, which are very familiar to the dog and cat space, but are also evolving in other pet segments. It’s also what Howe says sets the company apart from its competitors.
“Our view is that the same trends of humanization and premiumization exist across all of these categories; it’s not just the dog and the cat,” he says. “It has certainly been a growth driver for a long, long time. But our research shows that whether you own a rabbit, guinea pig, dog or cockatoo, they are part of the family and they are looking for products to help care for these family members and express their love through these products. . Obviously, the products are different, but at the end of the day, consumers want for their pets what they want for themselves: simple ingredients, clean labels, ingredients they can pronounce, things like traceability, sustainability, ethical sourcing — I don’t see it playing out any differently with indoor birds than it does with small animals or dogs and cats.
Compana’s Biggest Opportunity: Continuous Growth
Compana has grown far beyond its agricultural roots, and Howe says he sees no reason for that to stop.
“I see tremendous opportunity for continued growth,” he says. “Continued expansion of the portfolio through acquisition, through innovation; continue to increase our media spend to increase awareness of our brands; retail expansion in the United States and internationally; these things are in progress, but we have a lot of white space that we could search. The pet industry is still a somewhat fragmented industry, there is plenty of opportunity for us to continue to supplement our portfolio with choice acquisitions, and I suggest we will continue to do so.
Staying on top of trends and meeting customers where they are will be key to taking full advantage of this potential growth, Howe says.
“Humanization and premiumization are now across all varieties of pets, and I see it continuing,” he says. “I think these trends will continue to grow out of proportion in these other pet categories. It’s very, very interesting. Obviously the dog and cat category is huge, but these other pets company are certainly catching up in terms of ownership percentage.
“For me, the answer here is it starts with brands, it starts with good products – that’s the hardest part,” Howe says. “The least challenging part is being wherever the consumer is, whether it’s DTC, e-commerce, brick-and-mortar retail, international – that’s what we’re aiming for, that’s place our products in the retail landscape, whether physical or virtual, for consumers to enjoy.
Recent new products
Doggy Dailies (supplements, grooming and hygiene): bone broths; functional chews
Fruitables (dog and cat treats, toppings): Baked and Skinny Mini options
Manna Pro (food, treats, sustainable products, supplements): backyard chicken products
Natural Care (well-being, grooming): range of herbal maintenance products